NORTHAMPTON, MA – 11/09/2025 – (SeaPRwire) – In a significant demonstration of corporate citizenship and technological philanthropy, Tata Consultancy Services (TCS), a global leader in IT services, consulting, and business solutions, has announced the successful completion of a major pro bono initiative for the Sports Integrity Global Alliance (SIGA). This ambitious project, executed under the banner of TCS’s Tech4HOPE program, represents a profound investment in the infrastructure of global sports governance, with TCS contributing an estimated $210,000 in expert IT consulting and bespoke services. The cornerstone of this collaboration is the design, development, and deployment of a fully customized Customer Relationship Management (CRM) system, architected to revolutionize how SIGA cultivates, manages, and strengthens its vital connections with a diverse global network of members, supporters, and stakeholders across continents.
SIGA, headquartered in Geneva and renowned as the world’s premier organization dedicated to upholding integrity in sports, operates on a foundational mission to champion good governance, enforce universal standards, and safeguard the ethical core of sports worldwide. The alliance with TCS emerged from a shared vision for a more transparent, accountable, and resilient sporting ecosystem. Recognizing the critical need for a sophisticated, integrated technological solution to manage its far-flung operations, SIGA sought a partner capable of translating its complex requirements into a powerful operational tool. TCS answered this call, mobilizing its world-class expertise not just as a technology provider, but as a strategic transformation partner deeply aligned with SIGA’s ethical compass.
The primary challenge confronting SIGA was the logistical complexity of orchestrating a globally dispersed alliance. With dedicated teams operating out of key hubs in Geneva, Washington D.C., Lisbon, and São Paulo, and a membership base spanning the globe, the organization required a centralized, intelligent platform to seamlessly unify its stakeholder data. The existing fragmented approach to managing communications, event coordination, sponsor relations, and member engagement was ripe for innovation. The objective was clear: to implement a robust CRM that would serve as the central nervous system of the organization, enhancing operational efficiency, driving strategic engagement, and ultimately amplifying SIGA’s global impact and voice.
To tackle this challenge, TCS’s Tech4HOPE initiative meticulously assembled an elite, all-volunteer task force of 16 highly specialized CRM architects and technical experts, drawn from TCS’s global talent pool. This diverse team, under the strategic guidance of two senior technical leaders based in India, embarked on a comprehensive nine-month journey. The process began with an in-depth diagnostic phase to intimately understand SIGA’s unique operational workflows, strategic priorities, and long-term aspirations. Following this assessment, the team championed the Salesforce CRM platform as the optimal foundation and then embarked on an intensive period of custom development, meticulously tailoring the system to SIGA’s specific needs. The resulting solution is a comprehensive tool that masterfully handles everything from sophisticated data collection and secure cloud storage to dynamic event planning, granular sponsor management, and personalized stakeholder communication.
Iain Lindsay, the Global Chief Operating Officer of SIGA, expressed profound appreciation for the partnership: “SIGA extends its deepest gratitude to the entire TCS team for their outstanding, pro bono contribution. The professionalism, efficiency, and technological prowess demonstrated throughout this process were truly exceptional. This new, tailor-made CRM tool is a game-changer for our organization; it directly addresses our core operational needs and empowers us to manage complex, multi-faceted projects with unprecedented effectiveness. The strategic advantages are immense, enabling us to maximize our impact, optimize the use of our precious time and resources, and ultimately provide superior service to our members, our extensive stakeholder network, and the global sports industry at large. We must offer a special acknowledgment to Haley Price, Head of Sports, Sustainability and Innovation for North America at TCS and a valued member of the SIGA Council, whose visionary leadership and unwavering commitment were instrumental to our shared success.”
From TCS’s vantage point, this project represents a perfect synergy of capability and conviction. TCS’s deep-rooted passion for sports, evidenced by its title sponsorship of some of the world’s most prestigious marathons including New York, Boston, and London, is matched by its commitment to leveraging technology for social good. The company perceives the same values of focus, determination, and perseverance inherent in long-distance running as essential to building sustainable businesses and fostering ethical communities. This project allowed TCS to extend its impact far beyond the racetrack, directly supporting the structural integrity of the sports world itself.
Michelle Taylor, Global Head of Sports Sponsorship at TCS, commented on the broader vision: “At TCS, we firmly believe that sport has the power to shape better futures. As participants and fans increasingly demand higher ethical standards from sporting events, organizations like SIGA become ever more critical. Our partnership is a natural extension of our commitment to be genuine agents of transformation—for our clients, our communities, and the ecosystems we inhabit. We are proud to stand alongside SIGA and share its steadfast commitment to making world sports more sustainable, socially responsible, and inclusively accessible for all.”
The TCS employee volunteers who dedicated their skills to the SIGA CRM project reported an immensely rewarding experience, driven by a genuine belief in SIGA’s mission and the values it shares with TCS. The project’s comprehensive scope, which touched upon elements of corporate social responsibility, digital marketing, sales enablement, digital commerce, and customer service, provided a rich and fulfilling challenge. The final CRM platform, officially launched in May 2025, is poised to become an indispensable asset for SIGA, dramatically increasing administrative efficiency, streamlining content and contact management, boosting productivity, and fortifying customer relationships for years to come, thereby ensuring that the spirit of integrity in sports is supported by the most robust technology available.